1. IWOM WATCH
网论观察
2012
IWOM WATCH COMPILATION 2012
© 2011 CIC
© 2012 CIC IWOM WATCH

2. PAGE. 3-4
WEIBO Sina Weibo Enterprise 2.0: A New Dimension in Weibo
Marketing
DEVELOPMENT PAGE. 5-6
What Weibo Tags Say About Me

3. Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing
New Additions to Customizable Display Ads
Right: BMW’s showcase weibo Enterprise 2.0
account with alternate visual We are familiar with Sina Weibo Enterprise accounts
display of BMW culture and created and maintained by brands as a communication
products. channel between themselves and their consumers.
Below: Audi’s dealer weibo These accounts are mostly communication tools that are
account with pricing of the occasionally used to deliver specific messages during
latest Audi models and links to promotional campaigns, special announcements and
full specs of these cars. occasionally, respond to PR crises.
These are examples of Now, with the new Enterprise 2.0 launching for all official
customized Enterprise Sina brand accounts, Sina Weibo is about to become even
Weibo accounts for auto. more functional.
Enterprise 2.0 is not just a minor face lift but an update
that is introducing a wide range of functionally
customizable tools at brands’ disposal to help them truly
engage their consumers more effectively.
Left: Tmall.com’s eCommerce
portal Weibo account.
Links to actual deals in Tmall.
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4. Sina Weibo Enterprise 2.0: A New Dimension in Weibo Marketing
Supporting Data Services
Data Services CIC View
An effective Weibo brand account
needs performance tracking. With Sina Weibo Enterprise providing more and
With the new Enterprise 2.0, Sina more sophisticated services, here’s some steps to
is providing data to support more effective participation:
performance tracking.
1. A more thoroughly customized account
Included in the data package is management strategy.
traffic data segmented into new
and old visitors, normal and 2. Performance tracking for weibo promotions
active followers, etc. that does not solely rely on the default data
support, but deeper content analysis for a full
Exposure rate of contents in the understanding of your brand’s performance.
brand Weibo account (Below).
3. Fully leverage available customization options
to deliver the most effective message in an
authentic voice.
For more insight on the new Enterprise 2.0, please
download CIC’s latest Sina Weibo White Paper co-
released with Sina.
4

5. What Weibo Tags Say About Me
What are Weibo Tags?
Social Network Tags What Do Tags Do for Weibo Users?
Within a social network, tags are
useful for differentiating a
community based on shared
interests. Particularly in an open
social network, where peer group
may not reflect real-world
Hair Styling relationships, your connections
Enthusiast are based on the things you have
in common.
COMMON TAGS
Tags make it easy to expand your
Night Clubber social network based on the
Fashion Guy
interests and associations
netizens use to define themselves.
Summary
To put it simply, “Tags” are the labels that netizens add to their social networking profile to let other members of the community know what
they’re into. So, it’s fair to say this may be more aspirational than realistic, but essentially it’s the interests, activities, brands and
characteristics that you choose to represent yourself.
Space is limited, well the number of characters at your disposal are, so the attempting to sum up your “character” can be tricky. As Weibo is
an open social network (unlike a Renren or Facebook) and a broadcast medium, netizens are essentially looking to attract fans by association.
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6. What Weibo Tags Say About Consumers
Implication of Weibo Tags for Social Business
Step 4.
Step 1. Finding Understanding
Related Tags Consumers’
Lifestyle
Step 2.
Collecting
Step 3.
Analyzing
Sugus Habits
Associated
Relevant Data
Tags Location Astrology
90S Personality
Otaku
Enthusiast
Celebrity
Movies &TV
Summary
Searching for netizens who have tagged their accounts with your brand name, associated category terms or related keywords allows you
to easily pick out your target consumers. Of course, it also allows advertisers to uncover potentially unknown relevancies and associations
in the eyes of their consumers. The more you know about their life style, the easier you can engage with them.
6

7. About CIC IWOM WATCH
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth
(IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term
IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront
of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies
and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research,
consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social
business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster),
powered by our proprietary technical solutions and platforms.
CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw
out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a
range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China
focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived
almost 7 billion mentions of brands and products, from over 2 billion consumer comments.
CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has
persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers
and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry
and help enterprise grasp the revolutionary opportunities brought about by the development of social business.
In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and
insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over
5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer
insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and
industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release)
CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
© 2012 CIC

8. About IWOM Watch IWOM WATCH
What is IWOM Watch:
A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary
case studies and detailed analysis of the month’s most significant online marketing campaigns allow you to listen, know,
and participate in China’s unique digital community.
As the industry’s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is
always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been
distilling social business intelligence that not only keep our retainer clients on the leading edge of China’s IWOM, but also
inform their strategic planning with insights into platform development, netizen behavior and social culture of the world’s
largest, most dynamic and fragmented digital landscape.
In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For
marketers, this is a year in the life of China’s social Internet.
Copyright Statement
The majority of the pictures and related quotes are from publicly available information.
This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a
violation of CIC IP copyright and CIC has the right to take legal action.
© 2012 CIC

9. CIC IWOM watch archive IWOM WATCH
If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business
eNewsletter) in one place, then apply for your IWOMmaster ID now.
2012:
2012 IWOM Watch Travel Special Edition | view 2009
IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view
IWOM watch 1st half year review 2009 | view
2011:
IWOM watch Special Edition: Microblog | view 2008
IWOM watch 2nd half year review 2008 | view
2010: IWOM watch 1st half year review 2008 | view
IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view
IWOM watch compilations from 2006 to 2010 (part 7)
- How brands marketing under social media age | view 2007
IWOM watch compilations from 2006 to 2010 (part 6) IWOM watch 2nd half year review 2007 | view
- Interaction in virtual gaming world between brands and netizens | view IWOM watch 1st half year review 2007 | view
IWOM watch compilations from 2006 to 2010 (part 5)
- The inspiration from “Shai”,“Show” culture for brand marketing | view 2006
IWOM watch compilations from 2006 to 2010 (part 4) IWOM watch 2nd half year review 2006 | view
- Spoof – Brand’s “ending” or “chances”? | view
IWOM watch compilations from 2006 to 2010 (part 3)
- Viral videos storm come up with brands | view
IWOM watch compilations from 2006 to 2010 (part 2)
- Brands Crisis upgrade to 2.0 | view
IWOM watch compilations from 2006 to 2010 (part 1)
- New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory
© 2012 CIC

10. Join CIC Community IWOM WATCH
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If you would like to find updated IWOM intelligence (CIC White
paper, IWOM Watch and Social business eNewsletter) in one place,
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© 2012 CIC

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